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LinkedIn: Building a Strong Employer Brand Through the Employee's Stories

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Matthew Pape
Matthew Pape

Recommendations on professional branding through LinkedIn. Tips on creating a strong profile and actions to build and maintain a strong presence.

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S LinkedIn Building a Strong Employer Brand Through the Employee’s Stories
What is LinkedIn? S Started in 2003 LinkedIn is a social media site that connects professionals with over 300 million members globally. Ten (10) million members in Canada. S Originally started a profile derived from a resume and has since evolved into a powerful interactive media tool for professional branding. S LinkedIn’s Mission: Our mission is simple: connect the world's professionals to make them more productive and successful. When you join LinkedIn, you get access to people, jobs, news, updates, and insights that help you be great at what you do. S LinkedIn is available through multiple devices including iOS, Android. Recently launched LinkedIn Recruiter and Pulse Apps.
Why LinkedIn? Q: Why am I encouraging my staff to go on LinkedIn? Won’t this make it easier for companies to steal my best employees? A: Yes, your best and brightest will be approached more and enticed to leave you. However, if a Recruiter wants to headhunt your employees they don’t need LinkedIn to do it. Engaged employees who are engaged and compensated fairly in the market are more likes to stay with you. Employees are our post powerful and effective brand ambassadors. Nice buildings, new gadgets, and fancy titles are not what attract and retain employees. Who they work with and for is one of the key factors to the potential job applicant when considering making a change.
Why LinkedIn? S Transparency on who works for Public Sector Organizations S Increases communication with the professional community S Potential top job applicants can preview manager and team prior to applying S Control your content and brand image. S Social Media presence is an expectation of the new workforce.
Getting Started on LinkedIn S Profile Picture, Professional Headline, and Vanity URL S Summary and Employment History S Employment History and Recommendations S Volunteer Experience & Causes S Top Skills S Education S Interests
LinkedIn - Profile Pic & Professional Headline S Profile Picture Current and Professional S Full Name and Professional Designation S Professional Headline is Reflective and Concise S Use a vanity URL
LinkedIn - Professional Summary ? Never Leave Blank ? Use a Professional Branding Statement ? Be Concise ? Focus on Areas of Specialty ? Use Key Words ? Tell a Story ? Be Truthful and Reflective of Who You Are and What You Do
LinkedIn - Experience Section ? This is NOT a resume. ? Link job to company ? Use accepted job title. Check with you manager if ok to use. (e.g. Clerk 3 = Engineering Administrative Assistant) ? Describe you are and what you do. ? Focus on achievements ? Incorporate Key Words ? Showcase work you have done (e.g. presentation, videos, links) ? Make and Seek Recommendations
LinkedIn – Profile Information S Endorsements – Indicate your knowledge, skills and abilities and others can endorse you for them. (e.g. Benefits, Project Management, Labour Relations) S Education – Include all relevant educational information including courses or programs you are current pursuing S Causes, Interests, Volunteer Efforts etc…
What is a Professional Brand? Expertis e Leadershi p and Vision Professional Brand Values Accomplishments A Professional Brand is what you want to be known for and separates you from others in your industry/profession. A well developed professional brand can lead to: ? Career Opportunities (Internal and External) ? Industry Recognition ? Value to Customers
LinkedIn Professional Branding DOs S Link LinkedIn Profile to Twitter Account S Become a Micro-Publisher S Join LinkedIn Professional Groups and Participate in Discussions S Make and Request Recommendations S “Like” connections LinkedIn Updates S Be Sincere S Showcase Your Work with Presentations, Links, Websites S Get out there! Increase your Connections DON’Ts S Stretch the Truth S Endorse People You’ve Never Met or Worked With S Make Non-Professional Updates (e.g. Cat Videos) S Make Comments that Go Counter to the Organization’s Values or Position. When in doubt, leave it out.
Closing S Define Your Professional Brand S Build and Complete Profile on LinkedIn S Make Connections S Pay it Forward: Make Recommendations and Endorsements, Like Status Updates, and Share Jobs S Keep Active on LinkedIn. Slow and Steady Wins the Race!
Professional Branding Resources S What Is a Professional Branding Statement? S The Undercover Recruiter – LinkedIn S Creating A Killer LinkedIn Profile: Tips From Link Humans S A Picture is Worth a Thousand Words, Make Your LinkedIn Profile Shine S Five Simple Ways to Boost Your Professional Brand On LinkedIn

More Related Content

LinkedIn: Building a Strong Employer Brand Through the Employee's Stories

  • 1. S LinkedIn Building a Strong Employer Brand Through the Employee’s Stories
  • 2. What is LinkedIn? S Started in 2003 LinkedIn is a social media site that connects professionals with over 300 million members globally. Ten (10) million members in Canada. S Originally started a profile derived from a resume and has since evolved into a powerful interactive media tool for professional branding. S LinkedIn’s Mission: Our mission is simple: connect the world's professionals to make them more productive and successful. When you join LinkedIn, you get access to people, jobs, news, updates, and insights that help you be great at what you do. S LinkedIn is available through multiple devices including iOS, Android. Recently launched LinkedIn Recruiter and Pulse Apps.
  • 3. Why LinkedIn? Q: Why am I encouraging my staff to go on LinkedIn? Won’t this make it easier for companies to steal my best employees? A: Yes, your best and brightest will be approached more and enticed to leave you. However, if a Recruiter wants to headhunt your employees they don’t need LinkedIn to do it. Engaged employees who are engaged and compensated fairly in the market are more likes to stay with you. Employees are our post powerful and effective brand ambassadors. Nice buildings, new gadgets, and fancy titles are not what attract and retain employees. Who they work with and for is one of the key factors to the potential job applicant when considering making a change.
  • 4. Why LinkedIn? S Transparency on who works for Public Sector Organizations S Increases communication with the professional community S Potential top job applicants can preview manager and team prior to applying S Control your content and brand image. S Social Media presence is an expectation of the new workforce.
  • 5. Getting Started on LinkedIn S Profile Picture, Professional Headline, and Vanity URL S Summary and Employment History S Employment History and Recommendations S Volunteer Experience & Causes S Top Skills S Education S Interests
  • 6. LinkedIn - Profile Pic & Professional Headline S Profile Picture Current and Professional S Full Name and Professional Designation S Professional Headline is Reflective and Concise S Use a vanity URL
  • 7. LinkedIn - Professional Summary ? Never Leave Blank ? Use a Professional Branding Statement ? Be Concise ? Focus on Areas of Specialty ? Use Key Words ? Tell a Story ? Be Truthful and Reflective of Who You Are and What You Do
  • 8. LinkedIn - Experience Section ? This is NOT a resume. ? Link job to company ? Use accepted job title. Check with you manager if ok to use. (e.g. Clerk 3 = Engineering Administrative Assistant) ? Describe you are and what you do. ? Focus on achievements ? Incorporate Key Words ? Showcase work you have done (e.g. presentation, videos, links) ? Make and Seek Recommendations
  • 9. LinkedIn – Profile Information S Endorsements – Indicate your knowledge, skills and abilities and others can endorse you for them. (e.g. Benefits, Project Management, Labour Relations) S Education – Include all relevant educational information including courses or programs you are current pursuing S Causes, Interests, Volunteer Efforts etc…
  • 10. What is a Professional Brand? Expertis e Leadershi p and Vision Professional Brand Values Accomplishments A Professional Brand is what you want to be known for and separates you from others in your industry/profession. A well developed professional brand can lead to: ? Career Opportunities (Internal and External) ? Industry Recognition ? Value to Customers
  • 11. LinkedIn Professional Branding DOs S Link LinkedIn Profile to Twitter Account S Become a Micro-Publisher S Join LinkedIn Professional Groups and Participate in Discussions S Make and Request Recommendations S “Like” connections LinkedIn Updates S Be Sincere S Showcase Your Work with Presentations, Links, Websites S Get out there! Increase your Connections DON’Ts S Stretch the Truth S Endorse People You’ve Never Met or Worked With S Make Non-Professional Updates (e.g. Cat Videos) S Make Comments that Go Counter to the Organization’s Values or Position. When in doubt, leave it out.
  • 12. Closing S Define Your Professional Brand S Build and Complete Profile on LinkedIn S Make Connections S Pay it Forward: Make Recommendations and Endorsements, Like Status Updates, and Share Jobs S Keep Active on LinkedIn. Slow and Steady Wins the Race!
  • 13. Professional Branding Resources S What Is a Professional Branding Statement? S The Undercover Recruiter – LinkedIn S Creating A Killer LinkedIn Profile: Tips From Link Humans S A Picture is Worth a Thousand Words, Make Your LinkedIn Profile Shine S Five Simple Ways to Boost Your Professional Brand On LinkedIn

Editor's Notes

  1. Thank you all for expressing your interest in LinkedIn as a presentation topic. Lana and I were both very excited the over wealming interest. It a very exciting time in the world of talent acquisition as more organizations are moving away from a post and pray method of recruitment to one that is based more on analytics, social media, marketing to hire the best and brightest in the market. A key factor to the success and organization has is in attracting top talent is by who a company is, not on what they are. You can throw a lot of money at marketing and advertising, but the most powerful branding comes from the stories of the employees who work for the City of Surrey.
  2. What it’s not: A cure all to recruitment problems. It’s a tool that we use to build our employer brand; make connections with passive candidates; build a talent pipelines. It is one piece of the puzzle to be used along with real life networking, outreach, and other social media channels.
  3. People the stories they tell is the most powerful employer branding and organization can have. A strong employer brand helps target key talent in the industry to the organization as an employer of choice. At the end of the day it’s the people they work for and with that attract and retain valuable employees.
  4. Before going to the next slide: How many City of Surrey Employees are on LinkedIn? Does everyone know what a 1st Degree Connection is?
  5. Cover the Dos, but don’t forget the Don’ts. Blurry Dark Unprofessional Bathroom mirror shots Make weird of silly faces.